Hurley International, Californina’s premier youth label, risen from visionary minded founder Bob Hurley as a brand dedicated to animate, vitalize and add flavor to youth culture. Its focus on music, art, and progressive lifestyle activities has taken the now in-demand brand from its launch in 1999 to a heavyweight player in just five years.
With a strong reputation for housing world elite athletes such as Rob Machado, Bob Burnquist and Dave Downing, being run by an impressive and open minded management team, together with launching product that exceeds market expectations in application and design, Hurley has become an in demand consumer magnet worldwide, servicing not only the local skate crew but also holding down deep ties with the Osborne family, Blink 182 and Europe’s Mohawk Olympian Heikki Sorsa.
So, after the successful implementation of subsidiary offices in Sydney and Tokyo, both of which are now enjoying their 3rd successful season, Hurley International has unleashed their long awaited arrival into the European sector.
Initial brand marketing and distribution will be in the French, English, Iberian and Benelux markets via subsidiary offices in London, Anglet and Barcelona, with Barcelona also acting as the central administrative and distribution hub.
“We’re really excited to get Hurley out on the streets of Europe. We’ve done our best to recruit an incredibly talented, diverse and fun team to work with locally. We’re going to keep the launch tight so that we can deliver on our promises, and then engage European teens in a two-way dialogue with our brand. We know this takes time and we’re going to have a lot to learn but that’s the fun of it”, Seth Ellison, Hurley International President.
Going off the buzz on the streets, Bob Hurley’s vision to become a premier global teenage brand is one step closer to realization.
Hurley has recruited Peter Gilmartin to head its European operations. Gilmartin, 42, joins Hurley with a wealth of experience in the general manager role for several major brands and will orchestrate Hurley’s European launch.
Based in Barcelona, Gilmartin will serve as the General Manager for Hurley Europe and will oversee the satellite offices currently being set up in Spain, France and the UK. Each office already has several key players in place, all bringing tremendous experience and fresh perspective to the Hurley brand.
Hurley UK will be based in London and headed by General Manager Sam Hill, who leaves her post as a senior product and merchandising expert from Nike to join the Hurley team. Hill’s supporting cast includes Paul Anderton (Berghaus) as Sales Manager and Louise Dawson as Director of UK Marketing.
Hurley France has found a home in the surfing Mecca of Biarritz. Sylvie D’Azemar joins the Hurley France team as Sales Manager, adding her experience from Nike and O’Neil to Hurley’s arsenal. Former Ocean Pacific Marketing Director Dani Kiwi Meier has signed on to head up the marketing effort in France.
Brothers Carles and David Ortet are spearheading the team for Hurley Spain (located in tandem with the Hurley European offices in Barcelona). Coming from a successful entertainment and advertising agency, Carles will be serving as the General Manager for Hurley Spain and David will be tackling the role of Operations Manager. Joining the Ortet brothers are Anibal Estrella as Marketing Director and Jeronimo Vasquez as Sales Manager.
Hurley aspires to become one of the 5 largest suppliers of youth apparel and footwear in the European market. Launching in Spring 04, Hurley’s initial European product offering will include mens and juniors apparel, footwear and accessories.